Troy Carter is an artist manager and the CEO and founder of Atom Factory, a multidimensional management company. His expanding roster of musical innovators includes Lady Gaga, John Legend, Mindless Behavior, Greyson Chance, and Priyanka Chopra. As a brand and corporate strategist, his portfolio of investments and startup endeavors read as a summary of the hottest trends in today’s technology landscape, heralding his uncanny knack for identifying tomorrow’s consumer trends today.
As Lady Gaga’s manager, Carter — who has worked alongside the likes of Will Smith, Sean “Diddy” Combs, and the late Notorious B.I.G.— has helped cement the pop star’s formidable online presence by cultivating and encouraging the philosophy of “fans first.” Beyond social media, Carter's brand strategy has culminated in Gaga’s continued cultural pervasiveness — both because of the genuine loyalty between Gaga and her fans as well as through creative and compelling partnerships with the likes of MAC, Google, Virgin Mobile, and Zynga.
After founding Atom Factory, Carter has continued his disruptive approach with the creation of various entities. In 2011, he co-founded The Backplane, a silicon valley based startup that redefines social media by allowing celebrities and brands to connect with fans, foster community, and cultivate brand loyalty. The following year, he created A \ IDEA, a product development and branding agency, as well as AF Square, an angel fund and technology consultancy.